PPC Blog: Ad Formats

4 Key GDN Settings to Check for Smarter Ad Spend

One of the most common complaints I hear about the Google Display Network (GDN) is that it’s a money hog.

And that can be true at times!

But then, the same can be said of any other ad network — if not approached carefully.

So there’s no need to avoid the GDN out of an abundance of caution.

But you should keep on top of account settings that can rack up your budget spend if you aren’t careful.

Which settings do you need to pay careful attention to?

In this article, I’ll highlight four settings that you should keep a close eye on to keep your GDN ad spend in check.

4 GDN settings for smarter ad spend

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How You Can Put Google’s Additional Text Ad Headline to Work

At its Marketing Live event in July, Google announced two significant changes to expanded text ads. Specifically, the new expanded text ads will:

1. Show up to two 90-character descriptions (up from one 80-character description).

2. Show up to three headlines (up from two).

Here’s what a newly expanded text ad might look like:

Expanded text ad example

Both of these changes are exciting, but I’m especially pumped about the second one!

Google's additional text ad headline

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Make It a Double! With Two Lines of AdWords Structured Snippets

When you’re knee deep in paid search advertising, you get pretty familiar with the many different ad types and variations out there. But occasionally, something will pop up that surprises me or (more often) reminds me of a particular ad “flavor” that I had forgotten about.

This happened to me recently when I was doing some work for a client and up popped a competitor ad with a double structured snippet.

structured snippet flavors

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3 Underutilized Ad Extensions You Should Revisit

Most of us are familiar with commonly used AdWords extensions, such as sitelinks, call extensions and callouts. We know how they work and where they work best.

And because we’re familiar with them, we tend to go back to them again and again. Which is fine! If they’re working for your business, why stop?

However, there may be other extensions in AdWords that might also be useful. Extensions that you may not be aware of. Or that you’re aware of but haven’t considered. Or that you’ve considered but have written off.

ad extensions

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FAQs About the GDN’s Responsive Ads

If you’ve been keeping up with the Google Display Network (GDN), then you’ve undoubtedly encountered AdWord’s new responsive ads.

As with any major AdWords change, our clients have had lots of questions about the new ad offering. And there seems to be a lot of confusion about the details.

Therefore, I’ll use this post to address some of the most common questions we’ve been asked.

responsive ad FAQs

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How to Use Expanded PPC Text Ads to Qualify Your B2B Clicks

When Google rolled out AdWords expanded PPC text ads, we immediately recognized the importance of using the expanded ad space strategically.

And one strategy you might consider is using the extra space to qualify your B2B clicks.

Now you might argue that you’re already qualifying your B2B clicks via your choice of keyword—and that’s true. However, most often, keywords alone aren’t enough. You’ll still end up with lots of clicks that don’t convert.

Fortunately, the additional space of expanded text ads gives you the room to get more specific on whom you’re targeting.

Qualify B2B Clicks

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How to Make Your Search Ads Stand Out From the Crowd

Even a cursory examination of search ads reveals the obvious: aside from the occasional outlier, most search ads look pretty much the same.

But why is that?

Sure, marketers have to abide by ad structure and text limits as set by AdWords and other advertising services. But that still leaves lots of room for eye-catching strategic messaging.

The secret to taking search ads out of the “this is how we’ve always done it” box is to do some research BEFORE your marketing team puts pen to paper (or, in this case, fingers to keyboard).

In her recent column in Search Engine Land, Pauline Jakober describes how understanding business needs and audience desires can help marketers create stand-out-from-the-crowd search ads.

search ads

Video Ads in Search Results: A Soon-to-be Reality?

With the PPC landscape continually changing, it’s hard not to get into the habit of predicting what’s going to happen next.

Sometimes we get it right, sometimes we get it wrong, but it’s always fun to try.

Which leads us to the future of video ads, and whether we can expect to see them displayed in search results in the near future.

If you look at the evidence—Google’s incorporation of TrueView campaigns into the AdWords interface and Bing’s recent testing of video ads in its search results—we predict we’ll see video ads in Google search results sooner than later.

Get the goods on the possibility of video ads in search results in Pauline Jakober’s column in Search Engine Land.

video ads

Know Your AdWords for Video Options—and Proceed With Caution

We’ve written before about the growing popularity of online video ads. But if you haven’t yet tried AdWords for video, you may not realize you have two options for where and how your video ads display: TrueView in-stream video ads and TrueView in-display video ads.

TrueView In-Stream Video Ads

In-stream video ads play at the start of videos you’ve selected to watch. The ads can appear on either:

  1. YouTube Watch pages
  2. Video publisher pages on the Google Display Network (including YouTube).

AdWords for video

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What Are Google AdWords Product Extension Ads?

Have you been wondering about those image ads with the expandable product plus boxes?

Product Extension Ads are a great way for your products to gain more exposure as well as gain a competitive advantage.

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